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1What criteria did Cadbury Ireland use in developing TimeOut Cadburys Ireland in determining criteria for developing TimeOut looked at its strengths and competencies which it felt it had expertise or could gain competitive advantage in It identified three technologies which would fall into this category IExtrusion 2Flake chocolate manufacture 3Wafer making and baking Cadburys Ireland combined these three areas of excellence ie core competencies to develop a product to fill the bridge-brand position which would directly compete against its competitors of Twix and KitKat in the bar-biscuit market Cadbury must also consider another factor in developing TimeOut This is Dairy Milk chocolate Cadbury Dairy Milk chocolate is made from fresh Irish milk and is used in all of Cadburys products as well as being marketed separately under the Cadbury Dairy Milk brand But the most important criteria for developing TimeOut was the way in which Cadbury defined market segments Cadbury defines segments on the basis of how customers buy rather than on how a product is made This method of defining market segments allowed Cadbury Ireland to identify a significant consumption pattern whereby the take-home segment is increasing its share of the confectionery market They also noticed an overlap in the marketplace where brands which were traditionally seen as bars were now spreading out into the biscuit market This criteria meant that Cadbury Ireland would have to develop a product which would sit into this bridge-brand position between the bar and biscuit market ie it would be equally satisfying to the confectionery market as a bar in its own right and to the biscuit market as a snack at break time 2Which marketing mix variables were most important in positioning TimeOut The marketing mix variables also known as the 4 Ps are product pricing packaging and promotion The most important marketing mix variable in the positioning of TimeOut were product packaging and promotion Given the power of retailers Cadbury had little discretion
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